In one of his recent blog posts, Rohit Behargava, Vice President for Interactive Marketing with Ogilvy Public Relations Worldwide, asked why Taco Bell put their all multicultural marketing effort on Hispanic and African American while ignoring Asian Indian. He pointed out that Asian Indian preferred Taco Bell than other fast food chains, perhaps for its option of spicy and extra hot sauce. "Wouldn't it make more sense for Taco Bell to focus some of their multicultural ad dollars on the Indians and other niche markets like us [who already like its food]?"
Behargava argued marketers should not just look at the population numbers and dive in the two largest minorities (African American and Hispanic). They should "think more broadly" and understand where their niches are. I too believe many multicultural marketers forget to study the profile of each ethnicity group, and more importantly their current customer base as well as each segment’s perception of their product.
Asian Indian may be represent less than 1% of the population. But may be it is this 1% that can turn your needle. "Are you targeting your multicultural consumer right - or are you unintentionally ignoring some of your best customers?" Behargava asked, so do many Asian marketing professionals.
Technorati Tags:
Asian American
, Asian Marketing
, Multicultural Marketing
, Taco Bell
, Rohit Bhargava
, Asian Indian
No comments:
Post a Comment